The book "The Power of Persuasion: International Marketing and Global Relationships" offers an in-depth analysis of the persuasion strategies that have evolved in the field of international marketing, exploring how these practices influence consumer behavior in an increasingly globalized world. From its beginnings in the 19th century, when advertising focused primarily on the tangible characteristics of products through print advertisements, to the digital revolution of the 21st century, the text traces how persuasion has changed.As the text progresses, contemporary persuasion strategies are presented, such as message personalization using big data and neuromarketing techniques, which allow brands to communicate more effectively with specific audience segments. With massive access to consumer data, companies can create highly segmented campaigns that not only increase the relevance of messages, but also generate greater engagement.